Newpan Marks 40 Years and Samsung Franchise Shift Amid Appliance Market Turmoil
Newpan celebrates 40 years in the Israeli appliance market, securing the major Samsung franchise in 2025 and navigating rising industry competition, parallel imports, and shifting retail dynamics.
The home appliance sector has experienced an unusually turbulent year, marked by franchise shifts, parallel imports, supply chain disruptions, and a challenging real estate market. At the center of these developments is Newpan, a major appliance importer celebrating its 40th anniversary. In early 2025, Newpan secured the franchise for Samsung products, excluding mobile devices, instantly transforming into a dominant industry player. This addition joined the company's existing portfolio of brands, including Haier, KitchenAid, JBL, and Tefal.
Securing the Korean brand sent shockwaves through the appliance sector, as the franchise had been held by Miniline for decades. Simultaneously, global Samsung granted Electra Consumer Products the exclusive right to import the brand directly without purchasing from Newpan. With Cofix and supermarket chains entering the appliance market through parallel imports and aggressive pricing, competition has intensified. However, Newpan's management remains unfazed, emphasizing their strong B2B partnerships and market positioning.
"The recent moves are excellent for us," says Zvika Gior (70), the company's founder and dominant chairman, in a festive interview with CEO Yaron Tsafadia (51). "Samsung has added hundreds of millions of shekels a year to our turnover." Addressing the intense rivalry with Miniline and the broader market dynamics, Gior noted that the company's purchasing power and retailer relationships have only grown stronger.
Commenting on the impact of supermarket chains entering the appliance space, Tsafadia noted that non-food additions by discounters represent a minor fraction of the overall 6 billion NIS market. "Supermarket chains account for no more than 5% of the appliance sector, which is not significant," Tsafadia stated, emphasizing that inflation in food prices often drives retailers to highlight discounted electronics for public relations purposes rather than structural market disruption.
